Oxfam DIY Fashion Campaign Video and Documentary created by Drew Cox
I was approached by the Creative Agency, Think Espionage to come up with a set of visuals for Oxfam's latest campaign. I suggested the idea of a combination of a Viral Fashion Promo, documentary video and photography to record the process of the Oxfam DIY Campaign as it ran for the course of the entire 2009 summer season.
Festivals, Fashion shows, Music, Behind the Scenes, Store Re-designs, Shop Openings, and all led by the always iconic designer Mrs Jones. I also photographed the campaign; photoshoots, workshops, all festivals, behind the scenes and all portariture of Mrs Jones. for a feature by ID Magazine. Photos below.
The 1st promo video was created using a combination of rotoscoping, hand made models, stop frame animation and motion graphics, by the collaborative team of Drew Cox and Jonny Harris to coincide with the launch of the Oxfam DIY Campaign and the opening of the first OXFAM DIY Store in Camden, London. The video was also showcased on the large festival screens throughout the summer festival season, Glastonbury, Leeds, Reading and Bestival, as part of Oxfams campaign to raise awareness of the project.
Music credits go to James Powell and Pete Devlin.
Check out the Oxfam webiste for full details:
Video documenting the Oxfam DIY Campaign with fashion designer Mrs Jones. The film starts at the beginning of the year with the preparation for the Campaign.
Oxfam and Mrs Jones set out to change the way people view fashion, revamp an entire Oxfam store in London, create an entire new fashion collection based on the DIY aesthetic, organise a fashion show to showcase the collection, take the concept around the UK festivals and teach workshops based on how people can customize old clothes into amazing creations, instead of constantly just just replacing new for old.
The inspiration for the fashion collection came from festival, african and gypsy chic and inspired Mrs Jones to create a mind blowing number of exquisite one off pieces. Some of these would go on to be worn by the likes of Lady Gaga, Florence and the Machine and Kirsty Almeida, to name a few.
The newly designed Oxfam shop opened to a glorious affair with Lemon Jelly DJ'ing and a host of celebrity faces showing their support for the campaign.
Oxfam were ecstatic with all the results. From the variety of visual content (photos,video,promo,events) to the newly improved boutique shop, an iconic fashion collection published in ID magazine and most importantly an overwhelmingly positive response towards the campaign.
Directed, Shot and Edited by Drew Cox.